In July and August 2008, BAA ran a campaign using Digital Escalator Panels and London Bus Supersides to promote flyers to shop, dine and make use of the entertainment available at airports
Research was carried out with 25-55 year old flyers outside the DEP campaign stations
Some key findings were:
- The combined DEP and Bus campaign achieved excellent coverage with 54% of 25-55 year old flyers seeing the campaign. Almost a quarter of the target audience saw the campaign on both the DEPs and Bus Supersides
- Those who saw the BAA campaign on both mediums overwhelmingly believed advertising it on digital and traditional formats added impact and memorability to the campaign. They were also significantly more likely to remember the slogan for BAA and have responded to the creative messages
- And it was the consumers who stated that the Tube/Bus ads reminded them of each other – defined as “Bus/DEP Amplification” who were most engaged with the campaign. They were the most likely to recall the slogan (68%) and most likely to agree that they would put off shopping until the airport (66%). This group also had the most positive feelings towards having a meal or drink at airports and that shopping adds to the overall airport experience
Download the case study for additional stats.